Why Data Mining Is the Next Frontier for Social Media Marketing
Posted by Dan Goldstein on February 25, 2011
Why Data Mining Is the Next Frontier for Social Media Marketing.
The thinking about social media in corporate marketing departments is rapidly evolving. Initially, social media was seen as yet another broadcast opportunity for pushing messages out into the world, and for many companies that view persists. A social media consultant recently said that even today, when he approaches potential clients for the first time, they typically refer him to their PR agency, because “they handle Facebook for us.”
There’s nothing wrong with using social media as a tool for disseminating marketing messages or trying to establish deeper relationships with current or potential customers. However, there is another use of social media which may prove to be more powerful over the long term: listening to the voice of the customer by data mining social networks.
The second problem with social media is transforming data that is potentially useful into data that is actually useful. Social media data is generated by an entirely different technology stack than the transactional data that typically feeds CRM systems. Accordingly, it is stored in entirely different formats.
